Browse Category: Female Entrepreneurs

Fabletics: What Customers Trust

It’s extremely important that a company develops a level of trust with its customers. In particular, these days, consumers won’t buy anything from a company with a bad reputation. In the past, all a company needed to succeed was a combination of fair prices and good quality goods or services.

Modern consumers look for more than prices and quality. For a brief moment, it was the company’s responsibility to develop that trusting relationship. A recent shift in consumer behavior placed that responsibility on the power of the crowd. Now, crowd-sourced reviews develop those trusting relationships. A recent study found that over 80 percent of consumers trust online reviews as much as a personal recommendation.

Another advantage of this review-centric marketing strategy is that smaller companies can compete with dominating powerhouses. Fabletics, one of the world’s most popular activewear brands, didn’t start out as a worldwide phenomenon. Launched in 2013, Fabletic’s grown into a $250 million brand in less than four years.

While there are a lot of contributing factors to the company’s success, many of the executives thank crowd-sourced reviews for its success. Fabletics is a brand founded on direct interaction with its members, to create better fashion lines that members will actually want to buy.

One of the biggest contributors to Fabletics is its co-founder, Kate Hudson. Since being approached by TechStyle executives, Hudson’s been a part of Fabletic’s everyday activities. She even works on the sales end of the company. Though her opinions are valued in all departments, she mostly works with the design teams.

It’s always been important to her that Fabletics go the extra mile and makes all women feel wanted. She wanted to create an affordable, high-quality line that inspires women to embrace a healthier lifestyle at their own pace. That dream was recently realized when Fabletics announced it would be expanding into plus sizes.

Behind every line Fabletics creates is the mission that Kate Hudson finds herself fighting to complete: getting women to a healthier place. She often talks about how Fabletics isn’t about fashion; it’s about America’s struggle with fitness and health.

Fabletics goes out of its way to make its members feel special. Recently, Fabletics created a lifestyle quiz that allows nonmembers to see what stylish products Fabletic’s personalize shoppers would recommend for them.

The Inventive Thinking Of Doe Deere And Her Creation Of Lime Crime

Doe Deere was born and raised in Russia. She relocated to the United States when she was 17, spent most of her time in New York City and currently resides in Los Angeles. She considers herself ambitious and imaginative and dreamed big when she was a child. She wanted to come to New York and become a musician.


Doe Deere did become a musician and that’s how she learned about marketing. She eventually ended up in the cosmetics field but her first business was as a child in Russia. When she was thirteen she sold temporary tattoos and popularized them by wearing them herself. The novelty item sold well to her classmates.


Doe believes everyone has a special quality and skill that is theirs alone. She feels a person must trust their own uniqueness before they can begin to blossom and fulfill their true potential. One of her favorite sayings is to explore where your love is leading. Growing up she felt like she was alone in the way she thought but later learned she was an important part of the universe. She realized there were other people in the world who felt strongly about the same things she did. This thought process was the beginning of Lime Crime.


Doe met her husband while pursuing music. They were in the same band and learned how to work together at the beginning of their relationship. They were both writing songs and promoting the band and this taught them how to work incredibly well as a team.


Doe Deere has always been drawn to unique and bright colors. In 2008 the cosmetics industry were still immersed in the natural look and the bright colors could not be found. That’s when Doe decided if she could not find them she would make them herself. She was amazed at how many girls were interested in the same vibrant colors she was and this made her company profitable.


Doe likes the image cosmetics give her and hopes the women who purchase Lime Crime feel the exact same way. Cosmetics give her the ability to express herself without being judged. Doe’s background gravitates towards fashion and when she attended FIT in New York her major was fashion design. Doe believes fashion and cosmetics go hand in hand and that one form of expression is what we choose to decorate out bodies with and how we style our hair.


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